2. Vision and mission statements Vision:- Our Vision is to remain the leading food services in India, by delivering total customer satisfaction through: Quality Logistics Cleanliness Value by the development, contribution & commitment of our staff. Mission Statement:- Our goal is to give our customers total satisfaction and exceed their expectations through: Commitment to the continuous development and training of our staff Good corporate citizenship and supporting the development of the society and community Commitment to our Vision
3. About the service Delivery of Food by just a call Office gate service by UPMA HOUSE Mobile vehicle Delivery service within 30 min from the UPMA HOUSE hub UPMA HOUSE also offers party catering service through the UPMA HOUSE Vehicles Free delivery service Call-Kitchen-Service We offer services till midnight
4. Cont.. Usage of different vehicles depending upon the size of the orders Usage of UPMA HOUSE Autos for order of 10-30 members(Office-gate-service and Call-kitchen-Service) UPMA HOUSE Bikes for Direct order delivery UPMA HOUSE vans for orders of above 30 people
5. STP Segmentation- Geographic segmentation Metropolitan and Urban cities Demographic Income – Monthly sal of >10k and dual income families Occupation – IT and Management professionals Psychographic Working class Behavioral People seeking benefits like quality, service, convenience and speed.
6. Cont.. Targeting- IT and Management professionals Major IT hubs in India Working class with dual incomes Positioning:- Positioning as “Food on wheels with office and home deliveries”. You order, we deliver hot Kitchen just a call away Hungry? wanna eat healthy? just call UPMA HOUSE!!
8. Cont.. Pesarettu – UpmaPesarettu(with any variety of Upma) Idli – Vada – Idly -MasalaVada Button idly -MasalaVada Sambar Idly -Button Vada Tamil Idly -Sambarvada Ghee Idly -Palakvada Meals – Special health meals like 3 or 4 meal pack. 3 meal pack is to deliver one meal for every 2 and half hours along with snacker and 4 meal pack is to deliver one meal for every 2 hours with snacker. The meals can be customized too. Lunch or Dinner (North Indian or south indian) Snacks
9. Cont.. Price- Slightly lesser than the existing market price because of the cost competitive advantage derived through Hub/distribution based model. The prices include Actual price + Markup price + Perishability losses + losses in service Place- Targeting IT hubs in India like Hyderabad, Bengaluru, Pune. Initially to be setup in Hyderabad
10. Cont.. Promotion- Upma house promotions are done for building the Brand Image and to provide sufficient information about the service. Hence, we would like to promote it in the following ways: Newspaper ads Radio ads Buzz marketing Hoardings in Hitech city, Gachibowli, Madhapur Promotional camps like Food festivals, IT professional cooking camps and in In-Orbit Mall CSR activities like conducting Traffic awareness weeks, helping Old Age homes and Orphanages
11. People- Two head cooks Four experienced cooks Six helpers with knowledge in cooking Six-on-the-go helpers with driving experience Six delivery boys with bike riding capabilities Five ground staff Two accountants and two supervisors Two telephone operators and data operators Physical Evidence- One leased house near Madhapur Upma House transport vehicles like Remodelled ‘Force’ Vans, ‘Tata ACE’, ‘Mahindra Pick up’ and bikes. Kiosks, tents and chairs Uniforms for employees Advanced kitchen equipment and cookery items for UPMA HOUSE hub and vehicles
15. SWOT Analysis Strengths- Early mover advantage in Specialized varieties of UPMA Early mover advantage in delivering meals, breakfast and snacks Wide variety of menu items Cost competitiveness through distribution/hub system and thereby saving costs of standstill restaurant Weakness- Loss due to perishable nature of products
16. Cont.. Opportunities- Increased attention towards Readymade/Ready to Eat food items Increase in incomes and insufficient time to cook Threats- Municipality permissions Fear of increasing petrol, diesel prices Political uncertainties
17. Cost, turnover and breakeven Cost estimation:- Capital cost (includes Hub and vehicle costs) – Approx. 25-35 lacs Advertising expenses – 5 to 10 lacs Total cost estimation – 30 to 40 lacs Expected Turnover:- Daily 500 people * Average price of Rs. 50 = Rs. 25,000 Annual turnover = 25,000*30*12 = 90 lacs Break even expected to reach in a year
18. Strategies Distribution of Privileged cards Use of Advanced IT systems. Initially to be started in Hyderabad Plans to expand in Bengaluru Future expansions to Pune and Chennai To grow as a complete food service and facility management organization in future We accept Sodexho meal vouchers. Strategic tie-ups with corporate.
